Forbes' wesbite traffic numbers questioned

New York Times reporter Peter Edmonston wrote in Monday’s newspaper that the traffic numbers for Forbes.com are being questioned by some of its competitors as being the No. 1 Internet site for business news.

Edmonston wrote, “But a closer look at the numbers raises questions about Forbes.com’s industry-leading success. For its claim of a worldwide audience of nearly 15.3 million, it has been citing February data from comScore Media Metrix, one of the two leading providers of third-party Web traffic data.

“There are several problems with that statistic, though, and comScore has since revised the figure downward to less than 13.2 million as part of a broader revamping of its worldwide data for many sites. Jack Flanagan, executive vice president at comScore Media Metrix, said the new figures were released ‘a couple of months ago’ after it changed its methods for estimating global audiences.

“There is also the question, given Forbes.com’s user figures, of where those visitors were going. According to comScore, 45 percent of its February traffic went to ForbesAutos.com, a companion Web site heavy on car reviews and photos. About three-quarters of the ForbesAutos.com traffic came from outside the United States.

“Since February, comScore said, Forbes.com’s traffic has tumbled. In July, Forbes Web sites drew 7.3 million unique visitors worldwide, almost a million of whom went to ForbesAutos. That put Forbes.com slightly below Dow Jones (whose online properties include The Wall Street Journal’s Web site and MarketWatch), CNNMoney.com (which includes the sites of Fortune and Business 2.0 magazines) and sites affiliated with Reuters, each of which comScore says had some 7.6 million visitors that month.”

Read more here.